The Middle East Africa (MEA) wellness and personal care market is set to touch $33.5 billion this year, according to Euromonitor International. In 2016, the total spending in the wellness and personal care segment in the MEA was worth $30 billion, a growth of 3.4% compared to 2015.

UAE-based Darlie Global FZC, part of Allianz International Holdings, has set its sights on capturing a share of this rapidly growing wellness and personal care market with a range of Dr Neem and Mr Darlie products.

“Darlie Global saw a gap for high quality, yet affordable wellness and healthcare products in the MENA market, which led to the conceptualisation and launch of Dr Neem and Mr Darlie. We saw a great opportunity as demand for natural and healthcare products continues to grow in this region. Having the base in the UAE, it was natural for using the Emirates as the launch pad for Dr Neem and Mr Darlie, while setting our sights firmly on expansion across the region. We are confident that the two brands will naturally appeal to consumers given their well-blended formulations and affordable price points,” says Sakib M Rahman, CEO, Darlie Global FZC.

“Meanwhile, Mr Darlie is a brand that promotes oral health care products, offering a broad range of gel toothpaste, a unique formulation of enamel-protecting toothpaste, and a competitive range of oral care products,” he adds.

The company’s manufacturing unit in Dubai produces both Dr Neem and Mr Darlie products, taking advantage of the country’s strategic location as a regional hub for exports and making it viable for the company to expand its market reach. Besides, the UAE is one of the top markets in the region for these products. Recent market studies show the demand for organic and natural products in the country continues to grow with retail spaces increasing by 60% during the last four years.